The Communication Group has been hired by the British Digital
Broadcasting consortium to lead the PR battle against rival Digital
The two are bidding for the remaining three digital broadcasting
licences up for grabs from the Independent Television Commission, which
is set to award the licences at the end of May.
The Communication Group was hired three weeks ago by BDB, which includes
Granada Group, Carlton Communications and BSkyB, and will be on board
until the ITC makes a decision. It has two teams on the account, drawn
from its consumer and corporate PR divisions.
Rival CableTel-owned DTN is using Hill and Knowlton for corporate media
relations and regulatory work, while Fleishman-Hillard is handling
consumer PR. GJW is also working on the bid as adviser to CableTel
BDB had been without an agency since Brunswick was brought in to handle
the launch in February, by its retained client Granada.
Jon Aarons, managing director of TCG’s corporate division said one of
the agency’s first tasks was to educate the public about digital TV. He
was mindful of the problems created by the relatively simpler launch of
The Communication Group will also have to convince the ITC that BDB’s
proposed 15-channel operation is better than DTN’s 23-channel effort.